Childfund New Zealand has apologised for screening adverts showing the plight of African orphans on children's channel Nickelodeon.
Two complaints were laid with the Advertising Standards Authority, one from a woman concerned the appeal was shown during morning ad breaks.
The voiceover says: "In the slums of Africa rain doesn't always bring relief. It brings death. Rain spreads disease that kills a child every 20 seconds... Right now orphan children are dying. You can help them."
The woman said her daughter had become distressed that she was expected to sponsor a child and hadn't.
Childfund marketing manager Kathy McKay said upsetting children was the last thing the charity wanted.
Africa ad on poverty upsets girl
Children in Africa face extreme poverty. Photo / Supplied
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